社群網站上訊息轉載意願影響因素之研究

Factors Affecting the Intention of Messages Forwarding in the Social Network Sites

高浩剛(Daniel Ho-Gan Gau) ； 鄭秀芬(Hsiu-Fen Cheng) ； 江長唐(Chang-Tang Chiang) ； 楊銘賢(Ming-Hsien Yang)

《資訊管理學報》 21卷4期 (2014/10) Pp. 365-389

摘要

社群網站的興起使個人與企業皆能透過它建立關係，經由使用者關係轉載訊息所耗時間更短、所達範圍更廣。本文旨在研究使用者對訊息的感受及對社群網站的認同與主觀規範對其轉載訊息意願的影響。本研究藉由文獻探討提出研究模型及假說：訊息品質與來源可信度會影響訊息有用性；社會認同會影響社群主觀規範；訊息好玩性、訊息有用性與社群主觀規範會影響轉載意願。本研究採問卷調查法，在臺灣地區曾透過社群網站轉載訊息的使用者中取得350份有效樣本，並以SEM進行資料分析。統計結果支持各項假說，其中社群主觀規範與訊息有用性對轉載意願的影響更勝訊息好玩性。研究結果除可作為學術上探討社群媒體轉載意願之基礎外，更具有實務應用價值。

關鍵字

社群網站 ； 訊息轉載 ； 資訊採納模式 ； 主觀規範

並列摘要

Purpose-This study aims to discuss whether user's intention of forwarding a message in the social network sites might be affected by user's feeling, social identity, and social norm. Design/methodology/approach-After reviewing the related literatures, the study proposed a conceptual model that indicates message quality and source credibility may affect message usefulness, and social identity may affect social norm. Meanwhile, message playfulness, message usefulness, and social norm may affect message forwarding intention as well. Then, the study conducted a survey to test the model. Findings-Based on the analysis of 350 valid online questionnaires, the study results show that all the hypotheses are statistically significant and the proposed model is validated. Research limitations/implications-Drawing on IAM and TAM2, the current study offers a practical procedure to explain whether user's intention of forwarding a message in the social network sites might be affected by user's feeling, social identity, and social norm. However, the current study was conducted in Taiwan. The non-diverse sample limits broader generalization. It is necessary that this study be further tested in other countries to enable broader generalization. Practical implications-The results of this study indicate that user's intention of forwarding a message in the social network sites will be affected by user’s feeling, social identity, and social norm. It is therefore essential that enterprises to monitor users' behavior and do something accordingly while operating their social network sites in marketing practices. Originality/value-The proposed model is suitable not only for academic researchers for further investigation but also for industrial practitioners on marketing online groups.

並列關鍵字

Information Adoption Model (IAM) ； message forwarding ； social network sites ； social norm

參考文獻

林東清(2008)。資訊管理：e 化企業的核心競爭能力。台北:智勝文化。

林彥劭(2011)。Plurk 社群網路使用者行為之研究(碩士論文)。國立臺灣海洋大學資訊工程學系研究所。

徐淑如、林家琪(2010)。線上品牌社群知覺關鍵多數、知覺價值與忠誠度之研究。中華民國資訊管理學報。17(2)，175-200。

傅珮雯(2011)。Facebook 網站上口碑行為之研究(碩士論文)。國立中山大學企業管理學系研究所。

張震元、林冠吟()。